By: Dwight Douglas, VP Marketing
Media Monitors - New York
(White Plains, NY) July 2, 2012 – According to Arbitron, Louisville, KY is the 54th largest radio market with a population of 996,300. The name is often pronounced far back in the mouth, in the top of the throat. Remember, when Louisville is pronounced, the 's' is always silent.
The settlement that became the City of Louisville was founded in 1778 by George Rogers Clark and is named after King Louis XVI of France.
In 1803, explorers Meriwether Lewis and William Clark organized their expedition across America at the Falls of the Ohio in Louisville. The city attributes its early growth to the fact that river boats had to be unloaded and moved downriver before reaching the falls.
Louisville is famous as the home of "The Most Exciting Two Minutes in Sports": the Kentucky Derby, the widely watched first race of the Triple Crown of Thoroughbred Racing. The first Kentucky Derby was held on May 17, 1875, at the Louisville Jockey Club track (later renamed to Churchill Downs).
Louisville had the first human hand transplant, the first self-contained artificial heart transplant and the development of the first cervical cancer vaccine. Louisville has emerged as a major center for the health care and medical sciences industries.
Louisville is home to several major corporations and organizations: Brown-Forman Corporation, Hillerich & Bradsby (known for Louisville Slugger baseball bats), Hilliard Lyons (investment firm), Humana, Kindred Healthcare Incorporated, Norton Healthcare, Papa John's Pizza, PharMerica, the Presbyterian Church (U.S.A.), and Yum! Brands, Inc. (owners of KFC, Pizza Hut, Taco Bell, Long John Silver's and A & W Restaurants).
One third of all of the bourbon whiskey comes from Louisville.
Notable residents have included inventor Thomas Edison, Supreme Court Justice Louis Brandeis, boxing legend Muhammad Ali, newscaster Diane Sawyer, and writer Hunter S. Thompson.
Louisville is home to several institutions of higher learning, including the University of Louisville, Bellarmine University, Spalding University and Sullivan University.
LOUISVILLE SPOT TEN
The #1 radio advertiser in Louisville last week was GENESIS DIAMONDS with 1,560 spots. Coming in a strong #2 was THE HOME DEPOT airing 1,403 commercials, while THE KIA STORE came in #3 with 999 spots. SAM SWOPE AUTO GROUP was #4 running 894 ads and the SHANE COMPANY captured #5 with 620 spots. BUDGET CAR SALES parked at #6 with 520 spots, while GEICO was #7 with 512 spots. The DISH NETWORK was #8 with 447 ads and KROGER moved from #19 to #9 with 416 advertisements. And taking #10 was AUTOZONE with 415 spots.
ALCOHOLIC BEVERAGES SPOT TENNATIONAL STATISTICS -
There will certainly be a lot of beverages consumed during this 4th of July week and here is how the Alcoholic Beverage category played out on the radio last week. #1 was COORS LIGHT running 6,679 spots on the radio. BUD LIGHT was #2 with 5,032 ads, while TWISTED TEA took #3 with 4,948 spots. MILLER LITE landed in #4 running 4,429 spots and BUDWEISER was #5 with 3,868 spots. SAMUEL ADAMS SUMMER ALE poured 2,677 spots putting them in #6, while DOS EQUIS was #7 with 1,967 spots. CORONA stuffed a lime in #9 with 1,361 spots and MILLER HIGH LIFE soared from #56 to #10 airing 1,328 spots.
NATIONAL SPOT TENNATIONAL STATISTICS -
THE HOME DEPOT continues is vice-grip on #1 with 69,232 spots last week. AUTOZONE jumped from #27 up to #2 with 28,889 ads, while GEICO slipped into #3 with 28,319 spots. MCDONALD’S was solid at #4 running 27,908 spots and a new comer to the Top Five: the DISH NETWORK with 21,389 spots.
CenturyLink, Inc. is a global broadband and telecommunications company headquartered in Monroe, Louisiana. The company has roots back to 1930. William Clarke and Marie Williams purchased the Oak Ridge Telephone Company for $500 from F.E. Hogan, Sr. and there were 75 paid subscribers at the time. The switchboard was relocated to the Williams’ front parlor so the family could man the board 24-hours a day. The exception was between 10 a.m. and 3 p.m. Sundays, when the office closed for church and dinner. Marie wrote out the bills by hand, and eight-year-old son Clarke McRae Williams delivered them on his bicycle.
In 1946, Clarke McRae Williams married Mary Kathryn Lee on his return from service in World War II. His parents gave the company to the couple as a wedding gift.
In 1968, the company was incorporated as Central Telephone and Electronics, with Clarke M. Williams as President and Chairman of the Board. He had expanded the business into three states serving 10,000 access lines. From 1999 to 2010, it was known as CenturyTel, Inc.
CenturyLink provides an array of communications services to its residential, business, governmental and wholesale customers. Its services include long-distance, network access, private line, public access, broadband, data, manageable hosting, co-location, wireless and video services. The company also provides local access and fiber transport services to local exchange carriers and security monitoring services in certain local and regional markets.
It acquired Embarq in 2009 and began doing business as CenturyLink, officially changing its corporate name to CenturyLink, Inc. in May 2010. The company completed its acquisition of Qwest on April 1, 2011.
On July 15, 2011, CenturyLink acquired Savvis, Inc., a global leader in cloud infrastructure and hosted IT solutions. This acquisition allowed CenturyLink to achieve global scale as a managed hosting and cloud services provider and accelerated its ability to deliver those capabilities to its business customers.
As part of their marketing they have put their name on large arenas in Omaha, Nebraska and Bossier City, Louisiana.
According to their 2011 annual report, CenturyLink produced revenues of $15.35 billion with a net income of $571 million, which represented a whopping 118.0% in sales growth. They have 49,000 employees.
In Cable, CenturyLink ran 84,052 spots in the last 12 months with their biggest month being June 2012 when they cleared 18,217 spots.
On the Radio, CenturyLink ran more spots on radio than TV and Cable. As a matter of fact they ran 45% of all their spots on radio, which totaled 253,718 spots in the last 12 months. Their hottest month was last September 2011 when they ran 45,139 ads.
On Broadcast TV, CenturyLink ran 225,524 spots in the last 12 months with the most in May 2012 with 27,216 spots.
The Home Depot is one of America's premier retailers in home improvement and construction products and services. Headquartered in Atlanta, The Home Depot operates 3,248 big-box format stores across the United States (including the 50 U.S. states, the District of Columbia, Puerto Rico, the Virgin Islands and Guam), Canada, Mexico and China. It is the world's largest home improvement retailer and the 2nd largest retailer in the U.S., right behind Wal-Mart.
The Home Depot was founded in 1978 by Bernie Marcus, Arthur Blank, Ron Brill, and Pat Farrah. The Home Depot's proposition was to build home-improvement warehouses, larger than any of their competitors' facilities. The Home Depot was the fastest growing retailer in U.S. history. Arthur Blank, after selling his shares in the company, went on to buy the Atlanta Falcons football team. Bernie Marcus is involved in many charities in the Atlanta area.
In 1981, the company went public on NASDAQ and moved to the New York Stock Exchange in 1984. The 1980s and 1990s spawned tremendous growth for the company, with 1989 marking the celebration of its 100th store opening.
One of The Home Depot slogans is "You can do it. We can help." Which has been used by the Home Depot since 2003. Other slogans used in the past 25 years include "The Home Depot, Low prices are just the beginning" from the early 1990s and "When you're at the Home Depot, You'll feel right at home" from the late 1990s and "The Home Depot: First in Home Improvement!" from 1999-2003.
The Home Depot annual report shows revenues of $70.40 billion in 2012 with a net income of $3.88 billion. That represents a 3.5% growth in sales over 2011. They have 331,000 employees.
Lowe's headquarters is located in Mooresville, NC and was started by Lucius S. Lowe when he opened the first Lowe's North Wilkesboro Hardware in North Wilkesboro, North Carolina in 1921.
Lucius' daughter took over the company when he died in 1940, but was later taken over by her brother Jim Lowe (brother) and husband Carl Buchan in 1943. It was fully taken over by Buchan in 1952 and expanded to many other cities in North Carolina in the 1950's.
Lowe's suffered in the 1980s, due to market conditions and increasing competition from the new big-box chain, The Home Depot. Lowe's eventually had to adopt the big-box format in order to survive. Today most Lowe's stores are of the big-box variety, though some classic format stores remain in smaller markets.
Prior to 2006, the Lowe's tagline was "Improving Home Improvement," and before that was "Lowe's Knows." In 2006, Lowe's adopted the new slogan "Let's Build Something Together."
According to the Lowe's 2012 annual report they earned revenues of $50.21 billion with a net income of $1.82 billion, which represented 2.9% in sales growth. They have 248,000 employees, which is up from 161,000 employees in early 2011.
Last 12 Months
On Local Cable, it's a right race between The Home Depot and Lowe's. The Home Depot slightly edges out the lead with 285,298 spots against Lowe's 239,364 spots. The Home Depot ran the most in the month of July 2011 with 35,819 spots, while Lowe's ran hottest in May 2012 with 27,340 ads.
On the Radio, The Home Depot is taking no prisoners. They ran 2,067,402 spots in the last 12 months making them the #1 radio advertiser for many weeks this year. Lowe's ran a very respectable 813,085 spots. The Home Depot poured in on in April of this year with 236,079 spots, May with 209,016 and last month June 2012 they ran 236,807 spots. Let's see if they continue at this pace. Lowe's ran hottest in May 2012 as well, with 83,730 spots.
On Broadcast TV, both home improvement outlets ran a conservative game. The Home Depot ran 173,500, while Lowe's ran 103,065 spots in the last 12 months. Lowe's biggest month was March 2012 with 19,606, while The Home Depot blew it out in May 2012 with 20,312 ads.
Posted: July 2, 2012
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